Creating an industry defining attention study for The National Lottery

There is no shortage of attention…on the topic of attention. The combination of a fragmented media landscape, consumption changes, a desire for “quality reach” and the sheer volume of effectiveness research has placed this topic at the top of many marketers’ wish lists, Allwyn included. But in an area that is currently digital heavy and relatively nascent across traditional channels, we set out to create a unified solution cross-channel building the UK's first TV attention panel along the way.